The document discusses four ways to measure the return on investment (ROI) of social media efforts: 1) Awareness - Measuring how many consumers are reached through website and social media exposure. 2) Engagement - Quantifying engagement on social platforms through metrics like comments and shares. 3) Revenue - Tracking revenue that can be directly attributed to social media activities through link tagging and coupon codes. 4) Lifetime value - Comparing the lifetime spending of social media fans to a control group over a period of time.